Breathe Right Strips

Breath Right Strips

Introduction

According to the text, Breathe Right Strips were invented by Bruce Johnson, a chronic nasal congestion sufferer. Mr. Johnson Brought his creation to CNS Inc. CNS took the product and primarily marketed it to sports teams, nasal sufferers and night-time snorers. The product really became prominent when Jerry Rice of the San Francisco 49ers wore the product in the Super Bowl. According to cns.com, Breathe Right Strips is also available in vapor strips, clear and tan strips, and nasal strips for kids. Some of the other products include nasal spray, throat spray, fiberchoice and a portable vaporizer. Armed with these few, but strong products in 1995 CNS, decided to go global.

Summary of the Facts

The facts are that that there are advantages and disadvantages of CNS going global with the product. The advantages are that CNS can attempt to increase its market share and not have to rely on only domestic dollars, partnerships can begin to develop between local suppliers, and they can avoid costs of domestic licensing. The disadvantages are that there are local customs that need to be considered, the lack of name recognition of the brand, there may be stronger global competition, the international company may be used to different marketing, and there may be different trade regulations. The decision for CNS to go global takes careful analysis and an international strategy.

Analysis

The strategy that CNS decided to use is the three-stage approach. Stage 1 is Explore/test concept. Stage two is the Establish the product, and stage three is Manage the product. Using the SWOT analysis, I will analyze their marketing approach as it pertains to entering international territory. The strengths are that breathe right has already shown that it could successfully market the product in North America and make it a success. They have proven that they can package the product to tailor it to the international market, which would allow then to penetrate the market and refine messages for the local market as spelled out in stage 2 of their strategy. They have the ability to identify potential partners in the local global markets. When they first entered the global market, they partner with 3M, who had a handle on the marketing practices of the global market. According to The Business Journal, they regained control of their ...

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...ons to attract people that are unaware of the product. They can also opt to do what they have always done, because the product is successful. To take the do-nothing approach is dreadful, because the competition is out there lurking, just waiting for CNS to rest on their laurels.

Conclusion

The CNS Company is already a successful company due to the achievements of its breathing right strips. In my analysis we learned that they already do a lot of things right. What they need to be aware of is the different economical situations in the global marketplace, there are different ways that the product is approved abroad, and there is competition lurking. CNS needs to continue to leverage their strengths, but capitalize on their opportunities and benchmark the competition.

Works Cited

Kerin, Hartley, Berkowitz, and Rudelius. Marketing McGraw Hill 8th Edition

“CNS Inc. to regain control of Breathe Right international sales from 3M” The Business Journal Minneapolis-St.Paul: 11 Oct. 1999

“Innovative Solutions to Everyday Problems” 2004

http://www.cns.com/products/products.html

“1-2-3 Breathe” 2004

http://www.ginmiller.com/gmf04/gmfstore/healthbeauty/123breeathe.htm